E-Mail Continues to Prove Its Effectiveness to Reach Prospects…Learn How



According to a June 22, 2017, article in Entrepreneur, the first marketing e-mail was sent nearly 40 years ago by a marketer named Gary Thuerk from Digital Equipment Corporation. Wanting to promote his company, Thuerk decided to send an e-mail to approximately 400 people. It worked! His company saw a huge spike in sales. And, the rest is history.

While there’s no denying the effectiveness of e-mail, one of the inherent problems for marketers is the reality that prospects have short attention spans. But, there is good news on that front. After analyzing data from billions of e-mail opens from 2011 to 2016, Litmus just released a report that states the average time spent reading an e-mail has increased by nearly 7% since 2011.

That’s great news, but the reality is that attention spans are still pretty short. So, for our e-mails to be the most effective, we need to keep these guidelines in mind:

  • All of your e-mails MUST be mobile friendly. If they aren’t, you will lose subscribers.
  • Make sure your subject line speaks to what is in the content of your e-mail. If it doesn’t, your readers feel tricked.
  • Take advantage of headlines, subheads, and bullets to quickly communicate information.
  • If you are going to use an image, make sure it’s a good one that grabs attention and connects relevantly to your content.
  • E-mails that take a long time to load because there are too many large images won’t get read. Period.
  • Sometimes you need to write a long e-mail, and that’s okay. Just make sure you don’t go over 102kb because if you do, it will likely get clipped by the e-mail provider.
  • Always test your e-mail across platforms to make sure it can be opened and read and that all of the links work.




How to Beat the Holiday Slump


Everyone knows the holidays can be anything but jolly when it comes to your e-mail campaigns. From November to January, just about everyone notices a dip in their leads. Here are some tips to help you ride out the remainder of the holidays and get a better response from your e-mails.



  • The week before Christmas Eve has a high e-mail response rate, so if you’re sending during the holiday season, this is your sweet spot.


  • Another high e-mail open rate occurs just after New Year’s Day. Four days after to be exact.

You’ll want to keep these fast-approaching dates in mind and plan your holiday e-mail communications accordingly.


3 Ways You Can Make Your Online Newsletter Better


E-Mail ImageThere are plenty of tools out there that have made it easier than ever to deliver an electronic newsletter. However, ease of use is not a substitute for good content. The hard work still needs to be done there. Here are three steps you can take to help your newsletter promote your brand and drive sales.

  1. Build a Database of Engaged Prospects

You want your newsletter to go to prospects who actually have an interest in your product or service. Respect their time and their in box. If they decide they no longer want to receive your newsletter, respect that.

  1. Recognize That Your Newsletter is a User Experience

Sending a newsletter via e-mail is a great opportunity to build a relationship with your prospects. Make sure you deliver information that is relevant to your prospects – not necessarily just information you want to share. There has to be a reason why prospects should want to read your newsletter. And, create a schedule and stick to it. Prospects want to know when they are going to receive communication from you. If you promise to reach out to them every week, make sure you do that.

  1. Always Start at the Beginning

Prospects opt-in to your newsletter at different times, so not everyone sees all of the same information. That can cause some confusion. It’s a good idea to catch prospects up by doing a series of e-mails geared directly to doing just that. Here’s where analytics can help you. After sending a welcome e-mail, you will want to follow up with strategic e-mails that highlight important information that may have been missed due to when the prospect entered the buying cycle. Choose past newsletter content that has scored the highest at converting to sales and send them out in a campaign.

Newsletters can be very successful at driving sales if you make sure you approach the opportunity correctly. Follow these three steps to get your newsletter on track.

4 Steps To A Scientific Approach To Lead Generation



Each of us has lead generation goals. Digital marketing tactics, pay-per-click, SEO, e-mail, and affiliate and digital advertising drive traffic to the company website.  Google analytics (and other analytic tools) help us determine what is working.  But, what do you do when things are not working?  Do you really have the right plan in place to meet your goals?  Here are some tips that will help you focus and ensure that you are putting your efforts into the best plan to produce the highest return.

1.  Use a traffic and lead generation calculator

Hubspot.com has a pretty good traffic and lead generation calculator you can check out.  It’s an Excel based tool that will help you estimate how much web traffic you’ll need to meet your lead generation goals.  Or just follow these steps:

  • How many units do you plan to sell each month?
  • Translate that into a monthly revenue goal.
  • What is the average revenue per unit sold?
  • How many leads do you need to meet the monthly units sold goal?
  • How many monthly visitors do you need to meet the lead goal?

 2.  Set up a dashboard to track results

If you are not using marketing automation to track your marketing campaigns, set up your own dashboard to track results.  Key performance analytics like traffic source, behavior, clicks, opens, conversion, and cost per campaign should be captured and tracked over time.

3.  Track results by call-to-action

Track individual call-to-action and content campaigns by traffic and lead conversion. Focus on what is working best and work to design new campaigns using the most productive content.

4.  Design an idea generator and call-to-action calendar

Using analytics, identify what is working best.  Then brainstorm related content idea that could generate similar results.  Finally, create a call-to-action calendar to schedule content tests and use your dashboard to help track success.

By being proactive and implementing these four tactics, your lead gen strategy should continue to thrive and deliver results. As with anything, the best plan delivers the best results.

How Digital Body Language Helps You Target Your Prospects


datawoman-189x300Most of us can remember the day when just about all sales calls were done face to face, but that is no longer the case. With the advent of telesales, web technology, go-to-meetings, and other virtual sales mediums, face-to-face time has taken on a whole new meaning.

The advantage of an actual (as opposed to virtual) face-to-face meeting is that you can more easily read your prospect and judge interest. That’s not so easy these days. Or is it? This whole idea got me thinking: Is there digital body language? The answer is: absolutely! If you pay attention to your analytics, they’ll tell you the story that your face-to-face meetings used to provide you.

If you haven’t convinced your prospect that you can deliver on your promise, then you’re not going to close the deal, right? Right. So, take a look at your data and see what your prospects are doing with the informational content you send them. You are sending them content, right? I hope so because this is your opportunity to build your relationship with prospects while simultaneously educating them on what you can do for them. And, if you take a good look at your data, you’ll see that it’s clearly telling you what each of your prospects wants and needs from you.

Chances are high that once you take a look at your data, your prospects will fall into groups based on their actions or lack thereof. So, how do you gather this digital behavioral data? Marketing automation tools provide you with the ability to weigh and score a prospect’s behavior. Assigning a score to specific page visits, clicks, and actions (like downloading content, for example) will help you segment the hot prospects from the ones that need further nurturing.

Using this valuable information you gather, you can easily see what microsites and content materials need to be created and which groups of prospects you want to direct to each one, effectively creating a metric that will help you see your prospects’ online body language. The next step will be in seeing what further actions your prospects took and steering them accordingly by adapting your message and the content you send them.

5 Elements of a Successful Online Campaign


ContentMarketingResults-oriented engineering of traffic streams is essential to achieving successful digital marketing campaigns. The way you go about doing this is by using the following five elements to help you create targeted online campaigns that will really work for you:

  1. Demographics: The demographics are all of the characteristics of the people you are targeting. They define who belongs in the target group and who does not.
  2. Offer: The offer is the element that will help convince your target market to exchange their contact information with you for something of value like an e-book, white paper, etc.
  3. Landing Page: The landing page is the page that your target prospects land on right after they click on the e-mail, advertisement, blog post, etc. Most likely this is on the franchise website, so it is very important that the website provides all of the information that the prospect needs to make a decision about revealing who they are.
  4. Traffic Source: Traffic sourcing is when you figure out what type of traffic you are trying to generate. Are you trying to create traffic you control? Or are you trying to create traffic you own?
  5. Advertising Copy: Your advertising copy is crucial. In order to have a successful online campaign, you need to make sure prospects click on the ads! Prospects can be persuaded to click, but it takes time with trial and error to discover how to best make this happen. A/B tests and years of knowing what works and what doesn’t work is very important in this step.

By strategically combining each of these five elements, you will be able to build an online campaign that best speaks to your targeted prospects.